Buscador de Tesis y publicaciones académicas

Revisiting public relations function in the digital era: a study on public relations and marketing practitioners in Hong Kong

Suk Chong Tong · Fanny Fong Yee Chan

PurposeBased on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with marketing function in the digital context.Design/methodology/approachAn online survey targeting 234 PR and marketing practitioners was f...

MARKETING OF LIBRARY IN THE AGE OF SOCIAL MEDIA AND THE DIGITAL WORLD

Nikhil B Gohel

We all are on Live in the Digital world. And this digital world everything runs from the strategy of item's marketing. And that's why we can say that in the digital world, any of the items if marketing is strong then we can cell any of the items and the economy will boost automatically. Marketing increases the value of...

The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact

Paula González-Padilla · Jose Ramon Saura · Senka Borovac Zekan

The Art of Digital Marketing for Fashion and Luxury Brands

Wilson Ozuem · Silvia Ranfagni

The book investigates the role of digital marketing in the fashion industry

The role of competitive advantage in the marketing performance of culinary MSMEs in Semarang Regency

Lestari, Risma · Widyaningsih, Dewi · Andriana, Myra

This study aims to examine the effects of digital marketing, price penetration, product innovation, and competitor orientation on the marketing performance of culinary MSMEs in Semarang Regency. A quantitative explanatory research design was employed using data collected from 70 MSME owners selected through purposive s...

Digital Marketing Integration Strategy to Support Online Campaigns in Pearung Tourism Village, Humbang Hasundutan Regency, North Sumatra

Ellyta Tambunan · null Bastanta Eka Putra Kembaren · null Riana Handayani Silalahi

Analysis of the Influence of Digital Marketing Strategies and Online Campaigns on Tourist Visit Rates in Pearung Geosite Sipinsur Village, Humbang Hasundutan Regency, North Sumatra. This study aims to analyze the influence of digital marketing strategies and online campaigns on tourist visit rates in Pearung Geosite Si...

Digital marketing capability: the mystery of business capabilities

Darlin Apasrawirote · Kritcha Yawised · Paisarn Muneesawang

Purpose This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level. Design/methodology/approach The study utilizes categorization and contextualization of qualitative methodologies to review the literature, using...

Impact of digital marketing on the growth of SME manufacturing businesses in Kosovo

Isak Berbatovci · Skender Buja

This paper aims to investigate the impact of digital marketing on the growth of manufacturing SMEs and the impact of business size and managers’ capability of using digital marketing tools as the most effective technique to communicate directly with clients. SPSS statistical software is used to process the data collect...

Analisis Pengaruh Digital Marketing dan Kualitas Pelayanan dalam Menciptakan Kepuasan Konsumen Terhadap Loyalitas Konsumen dalam Berbelanja di Market Place

Mohammad Dwi Ardiansyah Putra · Suhendar Sulaeman · Nasrullah Nasrullah

Latar Belakang : Dengan adanya Digital Marketing diharapkan dapat mendorong perusahaan atau Marketplace dalam mempromosikan usahanya baik dalam segi jasa yang memberikan wadah kepada seller untuk membuat toko secara online dan juga kemudahan yang akan diperoleh konsumen ketika berbelanja di Marketplace tersebut. Tujuan...

Digital Marketing, Social Media Marketing, dan e-WOM untuk UMKM Kota Binjai

null Merry Moy Mita

The rapid acceleration of the digital economy has positioned Micro, Small, and Medium Enterprises (SMEs) at a strategic crossroads. This study investigates the impact of digital marketing and social media marketing on the performance of SMEs in Binjai, North Sumatra, while exploring the mediating role of Electronic Wor...